The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2019 One Show - Social Media

Dundee: The Son of a Legend Returns Home

Agency Droga5 / New York

Client Tourism Australia

You have exceeded your allotted number of views.

For full access to our extensive awards archive



Members Login Here

Category

Social Engagement / Stunts & Activations

Annual ID

OS_SM19024B

About the Work

Our task was clear: break Australia out of the tourism sea of sameness by A) becoming top of mind for American travelers, B) differentiating ourselves and C) driving intent to book today. In 1986, Crocodile Dundee introduced Americans to the Land Down Under. By staging a reboot of the film in 2018, we introduced Americans to a new side of Australia—one that’s more contemporary, sure, but also still as warmly irreverent, lighthearted and welcoming as ever. For two weeks in January, Tourism Australia convinced the world that a new Crocodile Dundee film was on the horizon. An unprecedented campaign built to transcend the tourism category and become part of pop culture, “Dundee” rose to the top of the Super Bowl and entertainment world. Not only has the campaign increased Tourism Australia’s booking inquiries by 900%; it’s also sparked a worldwide movement to turn the sequel into a reality.

2019 Awards

Total Points: 10

Bronze Pencil

Credits

Agency

Droga5 / New York

PR / Marketing Agency

Kovert Creative / Los Angeles

Production Company

Revolver / Sydney

Media Distribution Company

UM / Sydney / New York

Chief Creative Officer

David Droga

Chief Marketing Officer

Marianne Stefanowicz

Executive Producer

Andrew Slough

Product Manager

Tessa Muchura

Account Team

Edward Rogers
Marissa Guerra
Annie Sherbon
Jeff Winsper

Related Awards

 

 

 

 

Follow Us